Destination Industry Dispatch: Happy Miniature Golf Day! (or, ‘Learning from The Shops at Atlas Park’)

When it comes to social media benchmarks, it’s easy to make examples out of the the centers and brands with tens of thousands of fans and long-held presence on many platforms. But many centers don’t fall into that category, and it’s possible to make an impact on social media even without a following that could fill a football stadium. Macerich property The Shops at Atlas Park is a shining example: with just fewer than 6,000 Facebook fans, the center has managed to consistently see high levels of engagement on their page, with many posts garnering hundreds of likes and a good back-and-forth in the comments.


One of the immediate patterns that emerged when we looked at The Shops at Atlas Park’s engagement data was that their top posts often centered around holidays—the center had more than 16% of its followers interact with their drool-worthy Fourth of July food post.

But it doesn’t take a big holiday or a big budget to add some extra occasions to the editorial schedule. Consider the post below for National Sister Day, which garnered 400+ likes, 33 comments, and a whopping 75 shares, which places the engagement for the post at 9.6%. That’s 88 times the industry average, which is 0.11% engagement on Facebook, and its success is partially due to the breezy call-to-action asking users to share photos of their “forever best friend.” A post like this doesn’t just reach fans: high levels of engagement likely placed this post in the timelines of many new users, and the center was able to align itself with a positive, family-friendly message in the process.

You can incorporate these kinds of engaging posts into your center’s social media calendar, too. Sites like offer a comprehensive list of reasons to celebrate. And while you shouldn’t go overboard on the random holiday posts, do look ahead and pick out the days that are most likely to elicit a response or tie best with a photo from your center.

So happy Miniature Golf Day from all of us here at Alexander Babbage! Stay tuned for more dispatches from the destination industry, and for more social media benchmarks and best practices, download our whitepaper from ICSC’s MOCIAL 2016 here.

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